SAMSUNG SECA: REDEFINING A BRAND
CASE STUDY
1.Problem IdentificationSamsung SECA has successfully repositioned itself from an unremarkable producer of low-to-mid-market customer electronics and computer components into a provider of stylish, leading-edge consumer electronics due to its shift towards digital technology. Despite efforts to redefine the Samsung brand which included aggressive promotional spending and launching of a number of high-end, “marquee” products, the old brand perception of the Samsung brand is still there. Hence Samsung was continuing to sell a number of lower-end products using the old brand positioning. J.S. Park, the president of SECA needed to develop a plan or branding strategy in order to reinforce the presence of ‘Samsung redefined brand’ into the upper group of customer electronics. 2.Situation Analysis

The SWOT analysis as shown below captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Samsung. STRENGTHS
1.Speed in decision making process
2.Product Innovation
3.Expertise in digital electronics
4.Wide range of products
5.High R&D investment
6.Good marketing strategies
WEAKNESSES
1.Impact on revenue from sales after giving retailers profit margin 2.Disregard certain product line due to heavy focus on successful product line OPPORTUNITIES
In the Canadian electronics market :
1.Less price sensitive
2.Demand for good customer service
3.Favourable return policies
4.Highly technically savvy
5.Quick to adopt new technologies
6.3rd highest broadband usageTHREATS
1.Dominance from main competitor, Sony
2.Acquisition of Future Shop by Best Buy
3.Competition from Korea, Chinese, Japanese and European electronics company

3.Customer Behaviour AnalysisCanadian electronic markets are less price-sensitive. They perceive high-priced products as high quality products. They also demand for good customer service and favourable return policies. They are also quick to adapt to new technologies because they are technically savvy. Canada has the 3rd highest broadband users in the world. 4.Competitor Analysis

Sony is the main competitor in the range of electronic appliances. In terms of products, Sony is the pioneer in colour televisions and Walkman, the portable audiocassette. Sony is charging at a premium price to reflect their high value of brand in terms of quality. Sony has a reliable nationwide retail channel in Canada. However, Samsung may take advantage of the fact that Sony has design and manufacturing expertise in products that appear to be on the verge of extinction like conventional televisions and CRT displays, portable CD players and home stereo systems.

5.Marketing Strategies
Strategic PlanningIn terms of Strategic Planning, SECA should decide on the segmentation, target market and positioning of their products especially the digital electronics products which are related to Samsung redefined brand. a)By using the demographic and psychographic-based segmentation, SECA may divide the market into four types segmentation which are : •High-income families – less price-sensitive who seek for high quality products and favour new and innovative offerings in the market. •The Young Generation - technically savvy and favour new and innovative offerings in the market. •Business users – less price-sensitive who seek for high quality products that can facilitate and enhance speed in doing business. •Hobbyists - technically savvy and favour new and innovative offerings in the market.

b)The Points of Parity (POP) of Samsung is technology driven products. Samsung offers the same range of products as other competitors such as Sony and Panasonic.

c)Points of Difference (POD) of Samsung should be emphasized as Innovative and easy to use. POD is the features or attributes that differentiates Samsung products from other brands.

YOU MAY ALSO FIND THESE DOCUMENTS HELPFUL

...REDIFING A BRAND
CHAPTER 1
INTRODUCTION
1.1. Background
Samsung is one of the world’s premium electronics manufactures. The estimated value of Samsungbrand had risen from US$6.37 billion in 2001 to US$10.85 billion in 2003. A major factor behind this impressive growth had been Samsung’s effort to redefine itself as a vendor of cutting-edge, “gee-whiz” consumer technology. Samsung believed that repositioning the...

...904A16
SAMSUNG: REDEFINING A BRAND
Fan Ye and Christian Kim prepared this case under the supervision of Professor Robin Ritchie solely to provide
material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a
managerial situation. The authors may have disguised certain names and other identifying information to
protect confidentiality.
Ivey Management Services prohibits any form of...

...Executive Summary
Samsung Group (Samsung), founded in 1938, the founder Li Bingzhe, headquarter locates in the city of Seoul, Korea. Initially mainly exported dried fish, vegetables and fruit, came from North Korea South Peninsula. In 1950, and gradually expanded into sugar refining, pharmaceutical, textile and other manufacturing industries, and was established as the Samsung father of Li Bingzhe family enterprise. In 1969, Samsung...

...the value of brands, which are the anchors of company’s value. Products are introduced, they live and disappear but brands endure (Kapferer, 1992, p. 17). The term ``brand’’ holds multiple meanings. According to John Murphy, founder of Inter brand (Ingham, 2003), a brand is not only an actual product, but also the unique property of a specific owner. Brands are increasingly considered to be the primary capital...

...major issues why only the minority of people has Samsung Smart TV is high price level and competitors’ products, such as LG’s Smart TVs. Also, as we have found out, many people prefer to have their current Televisions, because they are fully satisfied with them. However, we had made the inference that education of customers in terms of Smart TV features and usage purposes is relatively low in Almaty.
Recommendations
As our recommendation to Samsung Company, we...

...﻿What makes the Samsungbrand successful?
Marketing has been defined by The Chartered Institute of Marketing (2001) as …“the management process responsible for identifying, anticipating, and satisfying customer requirements profitably”… This essay will focus on the technology sector and attempt to uncover what makes the Samsungbrand successful. Using key marketing theories of branding concept, brand equity and...

...students of the course named BRAND (MKT 416) so we the group members all got the opportunity clarify our understanding related to the particular course by this assignment which is given by our course our course instructor Md. Anamul Hoque Rubai.
In this report we talked about the target market, the value of the product, the meaning of logo, related thing with logo, pricing strategy, how I will offer the product, future plan with forecasting and all other needed materials. The...